How Brabantia uses Demand Intelligence to drive international growth and strategic decisions.

Growing internationally without a shared market view.

Brabantia operates across many international markets, each with its own teams, habits and priorities. Over time, that created a fragmented understanding of the market. Insights differed by country, GfK data was largely limited to the Benelux, and learnings from one market were often extrapolated to others. Country teams lacked consistent external benchmarks, while strategic focus varied across regions. As international growth became more important, this fragmentation made it harder to answer fundamental questions: how large is each market, where is demand actually growing, which countries hold the strongest potential, which product categories deserve priority, and where should leadership focus investment. Building convincing, data-backed business cases often required more discussion than evidence.

“We realised that due to Trendata, each country gained a clear understanding of what its own market looks like, enabling teams to show colleagues the key developments.”Lead Category Manager, Brabantia

From fragmented market views to one outside-in reference.

Trendata became a shared outside-in market reference across Brabantia. For the first time, country teams could compare markets on equal footing, understand consumer demand by country and estimate category size even where sales data was unavailable. Brand performance could also be benchmarked more consistently across regions. Country managers were trained to work with Trendata themselves, ensuring that insights remained locally relevant while still being globally comparable. That created one common foundation for strategic discussions across markets.

See where growth really is.

Brabantia uses Demand Intelligence to understand both where market potential is strongest and which categories are driving that opportunity.

Focus comes from shared understanding, not top-down direction.

Once all teams worked from the same outside-in view of demand, clear patterns emerged. Some countries showed significantly more growth potential than expected, while others appeared more mature or saturated. Categories also behaved differently from market to market, challenging earlier assumptions. Those differences directly influenced how Brabantia defined focus markets, prioritised investments and selected which business cases to pursue.

“We now go to the board with better numbers and more realistic assumptions.”Marketing Manager, Brabantia

“When building business cases, we now rely on search volumes instead of sales data alone or GfK. This allows us to better estimate market size and true market potential.”Lead Category Manager, Brabantia

Market potential became actionable.

Faster decisions. Stronger business cases. Clearer focus.

Trendata helped Brabantia build stronger, data-backed business cases to support international growth. Instead of relying primarily on assumptions, leadership discussions became grounded in more realistic market data, enabling clearer choices about which countries and product categories to prioritise.

“By using market data, we’re able to build far more robust and credible business cases.”Marketing Manager, Brabantia

From fragmented views to strategic alignment.

Trendata became more than another source of market data. It evolved into a shared strategic reference across Brabantia. By giving country teams access to the same outside-in market reality, Brabantia strengthened strategic focus, improved alignment across markets and created a stronger foundation for international growth. Today, Trendata plays a central role in how Brabantia decides where to focus, where to invest and where to adapt, with international decisions guided by the same outside-in view of market demand.

“Trendata is a tool that provides valuable insights and enables us to look at the current market from a different perspective. Based on this, we can deploy initiatives that drive international growth more effectively.”Category Manager, Brabantia